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    The role of culture on online search behaviour: A comparative study between British and Chinese travellers

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    Authors
    Michopoulou, Eleni
    Moisa, Delia
    Affiliation
    University of Derby
    Manchester Metropolitan University
    Issue Date
    2016-01-23
    
    Metadata
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    Abstract
    This study explores the role of culture and its impacts on travellers’ online information search behaviour. The study is focused on two culturally diametric countries: United Kingdom and China (Hofstede, Psychology and Culture, 2011) and they have been selected as case studies, representing values from the Western and the Asian cultures. The research adopted a qualitative approach, and data was collected through interviews in order to enhance the understanding on the subject studied. Findings indicate that culture influences considerably the travellers’ behaviour in the online environment, and as a result of this influence, different behavioural patterns between the British and the Chinese travellers emerged. Conclusions discuss the implications for marketers aiming at the British and the Chinese tourists, and they highlight the need to adopt different strategies in designing and promoting their tourism products for these two particular markets
    Citation
    Michopoulou, E.E. and Moisa, D., (2016). 'The role of culture on online search behaviour: A comparative study between British and Chinese travellers'. In Information and communication technologies in tourism 2016, Springer, Cham, pp. 765-777.
    Publisher
    Springer International Publishing
    Journal
    Information and Communication Technologies in Tourism 2016
    URI
    http://hdl.handle.net/10545/624536
    DOI
    10.1007/978-3-319-28231-2
    Additional Links
    https://link.springer.com/chapter/10.1007/978-3-319-28231-2_55
    Type
    Meetings and Proceedings
    Language
    en
    ISBN
    9783319282305
    ae974a485f413a2113503eed53cd6c53
    10.1007/978-3-319-28231-2
    Scopus Count
    Collections
    Buxton Centre for Contemporary Hospitality

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